Tuesday, August 26, 2014

Does P&G Really Drop 35% Of Its Marketing Dollars On Digital?

Procter & Gamble Co. Chairman-CEO A.G. Lafley raised eyebrows on a recent earnings call, estimating the company spends up to 35% of its massive marketing budget on digital.

The number seemed baffling considering the packaged-goods industry leans heavily on TV and magazine ads and has long lagged the broader market in digital. Kantar Media shows P&G spent 6.8% of its $2.9 billion measured-media budget last year on online display advertising.

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